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Purpose This paper aims to demonstrate the importance of technological advancements in shaping tourist decision-making. It reviews relevant theories and underlines the need for new theoretical frameworks that would illustrate the role of cognitive technologies, i.e. artificial intelligence (AI) applications, in tourist decision-making. Design/methodology/approach A critical analysis and synthesis of interdisciplinary literature was undertaken, aiming to discuss the theoretical frameworks anddoi:10.1108/tr-05-2019-0167 fatcat:vmfw5vkgg5ebjmbhkru37eu26q